Burberry plans bigger 'marketing and storytelling' push

The luxury brand is moving beyond its traditional methods of marketing and is 'delighted' with the results.

The 160-year-old story of Burberry is what it will build upon always, according to Christopher Bailey, CEO and chief creative officer. This year, the company has big plans to invest in more marketing avenues to attract more local customers.

From the looks of it, Burberry has already started on what it is hinting at. The launch of its signature DK88 bag was accompanied by a standalone marketing campaign and dedicated store windows. It was the first time that Burberry did this for any of its bags. And they are very happy with the results.

An early mover in the digital marketing arena, Burberry is looking at more and more innovative methods to go to the customer. It is testing out mobile commerce with China's new hot spot, WeChat as well as moving well and truly into Pinterest, Instagram and Snapchat. Conversion too has increased after it introduced two new services to better customer service. According to Bailey, digital 'influences' 70 per cent of Burberry's sales while mobile sales are up 50 per cent.